November 3, 2008

Manufacture on Demand (or Have It Your Way) II

Manufacture on Demand is an activity made possible by technologies in the Web 2.0 /Social Media domain. In a model I have developed presenting a classification of the Social Media as marketing tools the Manufacture on Demand appears in the 5th column: Social media as means of personalizing the customer experience. * The theoretical basis of the manufacture-on-demand principle is the (contradictory) concept of Mass Customization. The tool used in all these application is called Configurator. In the site Configurator Database you can explore the world of configurators. Prof. Frank Piller is one of the researchers with rich contributions in the subject.

* A working paper about using the Social media as marketing tools is available to those interested. Just send me an email in